Behavioral Archetypes of Gen Z in Gamified E-Government Apps

Abstract

This study applies a segmentation lens to Gen Z participation in a gamified e-government app (MojDDV). K-means clustering of survey data (n=119) yields four archetypes—Super-Scanners, Socially-Influenced Actives, Casual Participants, Skeptical Habituals—that differ in trust, social influence, and scanning intensity. The contribution is to move beyond average-effect adoption models and show actionable heterogeneity: leverage advocates (Super-Scanners), reinforce peer norms (Socially-Influenced), nudge and simplify (Casual), and rebuild institutional trust (Skeptical). Limitations include single-country scope, self-reports, and sample size; future work should add robustness checks and external validation. Findings inform targeted policy and design for gamified public services.